According to Joe Harrod a big data analyst and Artificial intelligence expert Virgin Holidays use IBM Watson’s linguistic AI to interpret millions of social media posts to pick out key feelings associated with holidays.

Watson IBM’s famous supercomputer then analysed thousands of rum reviews to uncover which ingredients elicit different feelings and sensations in reviewers.

Image: virgin holidays

The two data sets were then matched up to create the “world’s first data-distilled rum recipe”. Harrod explains that they took key feelings and concepts from 15 million public social media posts on Facebook, Instagram and Twitter.

The second data set analysed the language and tone of 5, 000 rum the examinations and savouring notes found online.

“The data showed us that the top five feelings associated with holidays are: happiness, adventurousness, curiosity, relaxation and excitement, ” says Harrod.

“It also showed us that these feelings matched with the following respective flavours: vanilla, all spice, curiosity, coconut and sugar or sweetness. This gave us the key flavours for our rum recipe, ” Harrod continued.

Image: virgin holidays

While technology played a key role in developing the recipe, the rum was produced using traditional methods.

“The rum essentially savor like a holiday. With the perfect blend of vanilla, sweetness, spice and tropical coconut this premium drink captures all the flavour of the holiday spirit, ” Harrod continued.

The limited edition bottles of rum, priced at 59 ($ 73.42 ), are available to purchase from London V-Room stores and at theV-Hols lounge at Gatwick Airport.